书目名称 | Diversity in European Marketing | 副标题 | Text and Cases | 编辑 | Thomas Rudolph,Bodo B. Schlegelmilch,Jan Niklas Me | 视频video | | 概述 | Case studies and insights on the European marketing and management of companies.Written by expert academics of leading management schools in Europe | 图书封面 |  | 描述 | Given its unique heritage and diversity, Europe deserves and requires distinct marketing attention. This book offers a non-traditional perspective to European marketing by addressing up-to-date issues and challenges for marketers through short cases and relevant received theory. Specific student assignments further provide educators, who want to take a European perspective in their teaching, with probing discussion material and encourage readers to think ahead. All cases are written by expert academics of leading management schools in Europe, establishing diversity in culture and approaches. The topics are accordingly as diverse as its contributors and include case studies and insights on the European marketing and management of companies such as Aldi, Delhaize, DeLaval, Deutsche Bank, KFC, Kofola, Puma, and Vestas Wind Systems, among others. | 出版日期 | Textbook 2012 | 关键词 | Consumer Behavior; Demographics in Europe; European Market; Marketing; Marketing Environments; Retail Str | 版次 | 1 | doi | https://doi.org/10.1007/978-3-8349-6976-7 | isbn_softcover | 978-3-8349-1420-0 | isbn_ebook | 978-3-8349-6976-7 | copyright | Gabler Verlag | Springer Fachmedien Wiesbaden 2012 |
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